PMi eNewsletter 6-07 | Ivana JohnstonDate Submitted: 6/1/2007 2:47:35 PM

Hybrid Variable Data Printing - The cost effective method of taking color "Static Copy" art, run through standard presses to a shell run, then using high speed grayscale digital print to imprint black variable data. This method can be designed to look very nice and be run very cost effectively in comparison to full 4 color digital VDP.

Static Copy - The part of a variable data print design that is consistent to all pieces. The base art, or shell, which the Variable Copy is inserted/populated into.

Variable Copy - The part of the variable data print document that will/can change for each page. This is driven from the data record which dictates what is "inserted" or populated into the Static Copy.

Versioning - versions based on simple criteria such as geographic or gender data.

Personalization - inserting names and addresses, color images or signatures in a document - more like "mail-merge"

Customization - Parameter-driven conditional logic to insert data, images or text blocks to "build" a document - closer to "true 1:1""

On Demand - Keep the source document as an electronic file and print one when somebody wants it. The content is static, but the production schedule shifts.

Versioned - This implies a subset of a larger possible document, such as a newsletter that contains only the articles of interest to a specific group or individual.

Customized - The same as versioned, but even more intimate. This document is assembled for a very specific purpose, person or activity. All of the content is pre-existing, but the combinations are narrowly targeted and tightly focused. This is where the database becomes crucial - think of 10,000 records and a document that uses 5 of 100 different items. Each record in the database will have a specific combination, but many records (and recipients) will get the same combination."

Personalized - Each document is unique for one recipient (even if it's just a little bit different). Personalized documents can range from a simple mail merg to a complex customized document with lots of image swapping, varying pagination and so forth. The key factor is that with 10,000 database records there will be 10,000 different instance documents.

One-to-One Marketing - Marketing process through whicha business identifies its individual customers, differentiates among those individuals, interacts with customers and records responses, and customizes communications for individual consumers.